Hamilton, Vettel say they prefer old F1 logo

Formula 1’s new logo revealed recently at Abu Dhabi is not as good as the earlier one, says four-time world champion, Lewis Hamilton.

F1 changed their logo after 23 years of Red, Black and White.  The old logo was not optimal for the new digital media or merchandise, and thus the new owners’ commissioned a simpler logo to go with the relaunch of the series next season.

F1 commercial chief Sean Bratches said: “You cannot stitch the old logo chevron to the right,”

“A number of brands, particularly in this day and age, are trying to simplify their marks to enter the digital space.

“Look at Starbucks, or Coca-Cola which has taken the condensation off their logo to enter digital. We felt we had to go a little bit further and really retool to position us on a going forward basis.”

However, the fans are not happy with the new logo. After Sunday’s race, Hamilton said the new design is not as iconic as the old one.

“I think the one that we already had was an iconic logo,” said Hamilton. “Just imagine Ferrari changing their logo, or Mercedes changing their logo.

“I don’t think the new one is as iconic but maybe it will grow on us.”

Ferrari’s Sebastian Vettel added: “I liked the old one better.”

Christian Horner says he can understand the new owner’s logic to be associated with a new image. But the ultimate success of the logo will depend on the F1’s finances.

“Does it talk to me? If it generates more cash it is talking very nicely,” said Horner. “Obviously it is a new management and they are going through a rebrand.

“You can understand the new owners wanting to have a fresh new image and a logo epitomises an image at the end of the day.  I hope Niki Lauda didn’t trademark his helmet.”

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